READ STORY AND ANSWER QUESTIONS 500 WORDS PER QUESTION WITH 4 SCHOLARLY REFERENCES. THE SAME REFERENCES MAY BE USED FOR ALL QUESTIONS. Read the case “CEO Pay in the News” on pages 276-277 and answer the following questions from a third person, consultant point-of-view:

1) Please describe the meaning of diversification. How does diversification reduce risk for the investor?2) What is the opportunity cost of capital? How can a company measure opportunity cost of capital for a project that is considered to have average risk?Cite your sources. Do not copy. Write in essay format not in bulleted, numbered or other list format.Reply to two classmates' posting in a paragraph of at least five sentences by asking questions, reflecting on your own experience, challenging assumptions, pointing out something new you learned, offering suggestions.It is important that you use your own words, that you cite your sources, that you comply with the instructions regarding length of your post and that you reply to two classmates in a substantive way (not 'nice post' or the like). Your goal is to help your colleagues write better. Do not use spinbot or other word replacement software.

Introduction Completion of this portfolio work project will help you understand the key components of a marketing plan. Scenario  The Vice President of Marketing at MSH Brands (or at your employer or future employer company) has asked you to participate as a member of a marketing management team for the pet food group (or for their product line) for the company. MSH Brands is one of ?ve companies competing in the pet food market. Your membership on the team will require you to make decisions regarding promotion, pricing, distribution, advertising, and product mix.   Your Role  You are a Brand Manager at MSH Brands. You are being asked to develop a marketing plan for a new pet food product (or new product or line extension at your employer or future employer.) Requirements You are to develop a marketing plan including the following elements based on your research promotion, pricing, distribution, advertising, and product mix. Include the following in your marketing plan:  Business context. Describe the new product to be featured. What are the features and benefits? What is the company reason for bringing this to market? What are the corporate objectives for it? Situation analysis. How will this new product complement the existing product portfolio or product line? Who is the target market? Who are the competitors?  Marketing strategy. What is the overall marketing strategy to support the achievement of the corporate objectives? What is the product positioning statement? Marketing mix. What is the promotional strategy to support the achievement of the corporate objectives? What is the pricing strategy to support the achievement of the corporate objectives? What is the distribution strategy to support the achievement of the corporate objectives? What is the advertising strategy to support the achievement of the corporate objectives? Effectiveness. How will you measure the effectiveness of this marketing plan? Evaluation By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies through corresponding scoring guide criteria: Competency 1: Apply marketing theories and models to develop marketing strategies. Articulate the context of the business. Competency 2: Evaluate the effectiveness of marketing strategies and methods. Evaluate the effectiveness of marketing strategies. Competency 3: Use data to support evidence-based marketing decisions. Evaluate the situation including the product portfolio, target market, and competitive environment of the business. Evaluate the marketing mix for a product. Competency 4: Analyze the role of technology and social media in effective marketing strategies. Analyze the expected effectiveness of the marketing plan. Competency 5: Communicate marketing needs, opportunities, and strategies with multiple stakeholders. Write coherently to support a central idea with correct grammar, usage, and mechanics as expected of a business professional.